Green Claim Battlecards
Recall safer alternatives to broad sustainability packaging claims during artwork review.
Broad claim Can we say "planet friendly packaging"? You have a specific material improvement, not proof of total environmental benefit. Your line Let us make the real improvement visible: "Carton made with 50% recycled fiber." It is stronger because we can prove it. Approving a broad feel-good phrase because the underlying change is real. It keeps the sustainability signal while narrowing the promise to evidence. Copy shape Broad promise vs specific proof Specific claims are easier to review and harder to misread. Qualifier Where should a limitation or comparison basis appear? Near the claim, in readable type. A hidden footnote,…
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